Put yourself in the shoes of a consumer and you walk towards a shelf full of the same products BUT with different packaging. Of course, you will roam your eyes and scan quickly for each product. Scan. Scan. Stop. Now, you can’t take your eyes off of that one particular brand. And, that’s your goal as a producer. Be that one particular brand.
Research by Veronica Maria Jarski of Marketingprofs.com shows that one-third of consumer purchase choices are based on packaging. That is why capturing the attention of consumers through packaging to eventually urge them to buy the product is a must for every business.
To help you out, here are the steps in creating the best packaging for that one particular brand which the consumers can’t surely resist:
1. Take some time to study your target market
Identify your target market by answering this simple question. Who would benefit the most in purchasing my product? After that, you need to analyze their interests, preferences and behavior so that you would have an idea on how to pique their attention.
Take KiX Cereal as an example. Its packaging impresses children with colorful cartoon characters. To make sure that children will have a more exciting breakfast, some parts of the box can be assembled into dragons, sea animals or spaceships. A great buy, fun starts immediately from the packaging itself.
Photo source: General Mills
2. Align your packaging with your brand and be creative to stand out
Make sure that your packaging matches well with your brand. This will help you create an identity for your brand while also making it easier for your customers to identify your products. Finding a unique angle on how you can introduce your product through its packaging is the key.
Designer WORKK created a unique packaging for Sunna Wear which makes waterproof socks that prevent feet from getting wet. The concept that the designer came up is “socks in a bottle.” The product is subtly leaving an impression to the customers as we all know how bottles keep something safe.
Photo source: 99designs
3. Communicate effectively and be transparent
It is important that the packaging can deliver relevant information such as the ingredients, instructions, manufacturing date, expiry date and others. The consumers are overwhelmed enough from choosing in a wide array of products. You don’t want to stress them more by either too little or too much information. I guess, enough is enough.
Help Remedies’ packaging designed by Chapps Malina features a pillow-like packaging made of soft paper pulp and biodegradable plastic. It is color coded and directly states the basic health problem that each product can treat. The packaging is straightforward, that's why it can clearly communicate its function.
Photo source: DesignOne
Yes, it’s high time you focus on creating the best packaging for your products in order to increase your sales. Take some time to study your target market. Align your packaging with your brand. Communicate effectively and be transparent.
Again, be the brand that the consumers can’t resist.
Custom Printed Bags and Boxes specialies in supplying premium quality bespoke packaging to Australia and New Zealand. We custom make each order from scratch and can offer short runs. Contact us to discuss your next packaging or paper bag needs.
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.